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Integrating the New Campaign. Nick Moore - Graphic Design Coordinator Emily Vincent - Director, University Media Relations Lin Danes - Manager, E Communications & Web. Campaign Integration. Phased in coordination of new campaign Targeted immediate changes Changes over time

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integrating the new campaign

Integrating the New Campaign

Nick Moore - Graphic Design Coordinator

Emily Vincent - Director, University Media Relations

Lin Danes - Manager, E Communications & Web

campaign integration
Campaign Integration
  • Phased in coordination of new campaign
      • Targeted immediate changes
      • Changes over time
  • Stay with current brand standards
tagline
Tagline

Aug. 30 Conversion

Excellence Agenda – Internal usage

Experience for Life – External marketing

targeted immediate integration
Targeted Immediate Integration
  • Viewbook
  • 2011 recruitment materials
  • Web
  • Banners
  • Electronic e-mail signatures
  • Current projects
toolbox
Toolbox
  • Google analytics
  • E-newsletters
  • Usability studies
  • CommonSpot support & training
  • Focus groups
  • Surveys
  • Research
  • Media placement
  • Media relations
  • Vocus
  • Media monitoring
  • Graphic design
  • Photography
  • Video production
graphic design
Graphic Design

Nick Moore

Graphic Design Coordinator

slide12

Existing publications with “EXCELLENCE in Action” tagline under the logo.

Web address should not appear underneath the logo

slide13

For information, logo art files with the tagline contact Jody Kovolyan

at 27951 or jkovoly1@kent.edu.

public relations
Public Relations

Emily Vincent

Director, University Media Relations

introducing new campaign
Introducing New Campaign

Internal Communications

  • Create awareness & excitement
  • Series of presentations to inform internal key audiences
    • MATF
    • President’s Cabinet
    • Dean’s Council
    • Chairs and Directors
    • President’s Administrative Council
introducing new campaign1
Introducing New Campaign

Internal Communications

  • Leverage internal communications vehicles
  • Series of articles in e-Inside
    • “This is coming” teaser – create buzz & excitement
    • Lead story in Aug. 30 issue
      • Coincides with conversion & 1st day of Fall classes
      • Very high readership
  • Management Update
  • Video with President Lefton introducing campaign
introducing new campaign2
Introducing New Campaign

External Communications

  • Promote to media to reach general public, parents and future students
  • Engage alumni
  • Leverage external communications vehicles
    • Profiles newsletter – received by 37,000 people
    • Kent State Magazine
introducing new campaign3
Introducing New Campaign

External Communications

  • Media relations
    • Press announcement
    • Provide copies of ad, background & research info
    • Target local, business and higher education media
    • Special pitch to student media (DKS, TV2 & BSR)
    • Leverage celebrity
    • Opportunities to promote featured alumni & pitch their local and industry-specific media
introducing new campaign4
Introducing New Campaign

External Communications

  • Website
  • Electronic e-mail signature
  • Social media
    • Facebook
    • Twitter
    • YouTube
    • Alumni Relation’s online community
media relations toolbox
Media Relations Toolbox

Media research capabilities

  • Building media lists
  • Searching media by location, beat, keywords, etc.
  • Identifying media contacts & outlets to target
media relations toolbox1
Media Relations Toolbox

Media monitoring & analysis

  • In The News
  • Audience size
  • Publicity value
media relations
Media Relations

Home Page Success Stories

  • Story submissions to e-Inside
  • Showcase achievements & successes
  • Receive great visibility
  • Require great visuals
website
Website

Lin Danes

Manager, E Communications & Web

website1
Website

Aug. 30 targeted immediate integration:

  • Swap out tagline on Kent.edu
  • Approach all 3rd party vendors and applications to update
  • Launch campaign microsite
campaign microsite
Campaign Microsite

Include links to resources such as:

  • Positioning/background
  • Commercials
  • Engagement component via integration with YouTube’s additional alumni, faculty and student videos
  • Downloadable versions of tagline for use in print, Web
website2
Website

Phase two integration:

  • Sept./Oct. – Promote call for Experience for Life video submissions
  • Dec. 2010 - Review website copy for Excellence in Action references; update
  • As requested – Provide support to clients needing YouTube integration to showcase department/campus-specific alumni videos
  • TBD - Post updated Guide to Marketing, which includes Guide to Graphic Design Standards
website3
Website

Social media usage to promote campaign & subsequent videos

  • Facebook posts
  • Tweets
  • Integration with YouTube’s posted videos
webteam toolbox
Webteam Toolbox
  • Research & Measurement
    • Usability studies
    • Focus groups
    • Online surveys
    • Google analytics
  • Websites
    • CommonSpot support & training
    • Kent.edu content (news, highlights)
    • Ecalendar
    • FlashLine
next steps
Next Steps

September Meeting

  • Review completed commercials
  • Consolidate media needs
  • Identify alumni, faculty and students